Original Marines
BORN TO DREAM BIG
Empowering kids' boundless imagination through the magic of AI. Tuning into the minds of children, this emotional Original Marines Spring/Summer 2026 campaign brings their wildest dreams to life and celebrates clothes made for playing, self-expression, and growing up in total freedom.
CHALLENGE
Dreaming bigger. Italian kidswear brand Original Marines tasked us with launching their Spring/Summer 2026 collection with a striking and innovative campaign. One that could truly speak to families and seamlessly leap off the screen, effectively driving footfall to their physical stores. And what could resonate better with real modern parents, than the desire to protect and nurture their children's biggest dreams?
IDEA
Letting our own imagination run wild. We took a trip down memory lane to the days when anything was possible, if you could only imagine it. And it inspired us. By leveraging Artificial Intelligence, we brought "Born to Dream Big" to life, transforming a standard studio fashion shoot into a realm of limitless natural landscapes and magical elements. Through meticulous AI work, our child models were transported to a wondrous world where a paper airplane becomes real, an umbrella turns into a hot air balloon, and a small dog transforms into a majestic wild horse. Every big dream becomes a reality, theirs and ours.
IMPACT
Bridging dreams and retail. To bring the campaign into the real world, we built a seamless journey from social feeds and targeted digital street ads, right into the physical stores. Placed in stores across Italy, the "Dream Box", invited kids to draw and share their biggest dreams, while parents could unlock a special discount and a free activity book simply by completing an online survey. A win-win for imagination, lead generation and footfall.
“Our goal was to speak to a new generation of parents who champion their children's dreams. This balance of real-world grounding and imaginative execution is what allowed us to forge a truly effective connection between the brand and its audience.”
Mauro Feliziani · Creative Director